After the failure of Newsguard — the news rating system backed by a cadre of prominent neoconservative personalities — to gain traction among American tech and social media companies, another organization has quietly stepped in to direct the news algorithms of tech giants such as Google, Facebook, and Microsoft.
Though different from Newsguard, this group, known as “The Trust Project,” has a similar goal of restoring “trust” in corporate, mainstream media outlets, relative to independent alternatives, by applying “trust indicators” to social-media news algorithms in a decidedly untransparent way. The funding of “The Trust Project” — coming largely from big tech companies like Google; government-connected tech oligarchs like Pierre Omidyar; and the Knight Foundation, a key Newsguard investor — suggests that an ulterior motive in its tireless promotion of “traditional” mainstream media outlets is to limit the success of dissenting alternatives.
Of particular importance is the fact that the Trust Project’s “trust indicators” are already being used to control what news is promoted and suppressed by top search engines like Google and Bing and massive social-media networks like Facebook. Though the descriptions of these “trust indicators” — eight of which are currently in use — are publicly available, the way they are being used by major tech and social media companies is not…..
Trust us, we’re lying.